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Success story of PNM-empowered housewife: Exporting homemade yogurt to global markets
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he role of women, especially housewives, has expanded in recent decades and they are no longer bound solely to managing their households and raising children. Further, as they learn to harness the facilities and functionalities offered by advanced technologies, women now have many opportunities for self-actualization.
Deasy Andriani, owner of DS Yogurtku, proves that being a housewife is no barrier to building a successful business. With extraordinary determination, Deasy has transformed her household role into an opportunity for growing a business of her own.
Deasy now manages her yogurt business from her home in Bandung, West Java, exporting her homemade products to overseas markets like the Italy, Japan, Switzerland, the United Kingdom and the United States.
"I send them from port to port, and one shipment can [contain] up to 250 [bottles], depending on the order. The shipping costs are borne by the buyer," Deasy shared on March 21, 2024 during "Live On Ramadan", an iftar media event organized PT Permodalan Nasional Madani (PNM).
A bottle of DS Yogurtku costs Rp 10,000 (62 US cents) each, meaning that Deasy earns Rp 2.5 million from a shipment of 250 bottles.
Before starting DS Yogurtku, Deasy sold her homemade yogurt locally to generate additional income aside from what her husband brought home. Long story short, she discovered that her yogurt product matched the palate of foreign consumers.
Of course, Deasy faced challenges, including one customer who received the yogurt they ordered but didn't pay. On the other hand, she struggled to fill bulk orders from other customers.
Such challenges initially brought her down, since she lacked the capital to expand her business. Enter PNM, which stepped in to provide her with a loan.
"At that time, I was confused because borrowing from [other] people felt embarrassing. Long story short, I was introduced to PNM. My husband supported it. He said, 'Just give it a try,'" Deasy recalled.
Thanks to the assistance from PNM, Deasy was able to not just continue her business, but also build it, such as by improving the design of her product packaging so they were more visually appealing to attract more customers.
She hasn’t forgotten the gratitude she felt to PNM for its timely help, and hopes the ultra-micro financing company continues to empower women, especially housewives.
PNM disburses Rp 12.5 trillion
While PNM is known for disbursing microloans specifically to micro, small and medium enterprises (MSMEs), it is also notable for its commitment to improving social welfare.
PNM provides opportunities to people living in poor and near poor communities so they can start their own businesses. Aside from financing, the company takes a holistic effort in empowering MSME entrepreneurs by providing mentorship and guidance through its PNM Mekaar program.
Arief Mulyadi, Managing Director at PNM, explained that between 2016 and 2024, PNM Mekaar had financed 20.1 million female entrepreneurs in the ultra-micro business sector. Out of this initial figure, 15.2 million entrepreneurs were still active customers today.
"Meanwhile, the rest have moved up to BRI, Pegadaian and perhaps other formal financial institutions," Arief added.
In January-February 2024 alone, PNM disbursed ultra-micro loans totaling Rp 12.5 trillion to fledgling entrepreneurs.
Arief emphasized that PNM would continue to adapt and change its program, which ranged from business management to empowerment and mentoring, to achieve this year’s loan disbursement target of Rp 75 trillion, as set in the 2024 Company Work Plan and Budget.
